Traditional economic theory assumes people make rational choices, but behavioural economics shows emotions and biases play a much stronger role. Psychologists Daniel Kahneman and Amos Tversky laid the foundation for this concept in the 1980s.
Understanding what drives human behaviour helps us grasp how customers make purchasing decisions and marketers can leverage these insights to shape brand associations and influence buying decisions.
How decisions are made
Kahneman identifies two thinking systems we use for decision-making. System 1 works fast, guided by associations, past experiences, and sensory signals. System 2, on the other hand, is slower and more deliberate, used for analysing details and evaluating evidence. Phil Barden, the author of Decoded. The Science Behind Why We Buy, describes them as “autopilot” and “pilot”.
As we stroll through a supermarket and spot a brightly coloured bag of crisps, the “autopilot” often makes the choice. It triggers an association – a cozy evening watching TV. Since it’s Friday, isn’t it time to unwind after a tough week? Yet the “pilot” steps in, making us question whether the purchase is necessary, reminding us of last month’s decision to avoid junk food and suggesting healthier alternatives.
Brand framing shapes the “autopilot” – the surrounding context that sparks associations and emotions, nudging a quick buying decision. Still, emotions alone aren’t sufficient. Effective marketing combines emotion and logic: the “autopilot” is drawn to eye-catching triggers, while the “pilot” requires logical reasons to support the choice.
For instance, our research into pet parents’ motivations revealed a growing segment eager to spoil their pets – providing new taste experiences while also caring for their health. We realised that a brand evoking these feelings through framing would naturally be chosen.
From this insight, we developed Delickcious, a dedicated brand with a broad range of indulgent products like soups, desserts, creamy snacks, and super-premium complete diets. Both thinking systems are engaged: the “autopilot” is drawn to the enticing name and vibrant presentation, while the “pilot” appreciates the rational appeal of health benefits and balanced premium nutrition.
How you can steer someone’s choice
German researcher Hilke Plassmann conducted an experiment where participants tasted wine and were told its price. People consistently rated the more expensive wine as tastier and more refined, even though every sample was identical.
This demonstrates the power of perceived value. For wine, a higher price signals quality and frames perception. But pricing isn’t the only tool for framing – visual cues and descriptive language matter too. For instance, chocolate in a plain paper wrapper with minimal branding seems ordinary, while a bar in a matte box labelled “organic” with a story about the cocoa’s origin feels premium and healthy. The same principle applies in pet food marketing: a cat food called “chicken in a savoury sauce” sells better than one labelled just “chicken flavour”.
Another factor guiding our decisions is the sense of potential loss. When choosing, we subconsciously assess gains versus losses. This creates purchase barriers that marketers must remove.
Online shoppers may worry that clothing won’t fit and they’ll waste money. Offering simple, free returns can ease this concern. If a problem can’t be solved immediately, it’s crucial to explain why it occurred and when it will be resolved. Uncertainty generates stress, whereas clear information reduces it.
What people truly want
As Harvard Business School marketing professor Theodore Levitt famously said: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Products are tools helping consumers reach objectives. We don’t just buy soap; we seek effective germ protection, which is why we pick Safeguard, known for “washing away 99% of bacteria”. When selecting a family car, safety comes first, but design matters too. That’s why Volvo stands out with its promise: “We believe you don’t have to choose between safety and design.”
Marketers must identify problems customers are solving and demonstrate how their brand addresses them. The more accurately a brand understands these goals and speaks in terms of benefits, the more likely it is to be chosen.
Igor Blystiv is global marketing and innovation officer at pet food company Kormotech
